This past weekend, I was tasked with moving a couch out of my apartment. The only problem was, I couldn’t remember how to remove the section to fit it through the door.
Without a thought, I searched YouTube for videos on how to take a part couches — all while the assembly manual was sitting inches away from me.
After a successful move, I looked back and realized that I instinctively searched for how-to videos instead of picking up the manual and flipping through the pages for an answer. It was at this moment that I was reminded how much video has changed the way we digest information and how it’s integrated into everything we do.
It’s no surprise that video is everywhere, and brands have more resources to utilize it than ever before.
Check out these 3 reasons your brand should incorporate video into your communication strategy.
VIDEO IS TAKING OVER
Ever since the creation of YouTube, video has skyrocketed and will only get bigger. In fact, according to Cisco, by the end of 2019, video will account for 8o% of global internet traffic. Here are a few more eye-opening facts about video:
- According to Buffer, more than 500 million hours of videos are watched on YouTube each day
- According to Cisco, it would take someone more than 5 million years to watch the amount of video that will cross global IP networks each month
- According to HubSpot, mobile video consumption increases 100% every year
The popularity of video is no coincidence — it’s becoming the preferred way for audiences to consume content. Consumers are demanding video — and if your brand isn’t listening, you’re missing out.
GIVE YOURSELF SOME PERSONALITY
An award-winning sales veteran once told me that people buy from people, not companies.
Video gives brands the exciting opportunity to show their personalities and place faces behind the products/services they offer. Being able to visually communicate the people who make up a brand not only makes them more unique, trustworthy and memorable, but also sets them apart from competitors.
One of my favorite examples of a brand that gave itself some personality through video is a guitar shop called Andertons. A few years ago, Andertons ditched the typical video format of “here’s a guitar and here’s how it sounds” and pursued a different approach. They began filming their CEO performing fun and often embarrassing blindfold guitar challenges and other non-traditional product demos that were focused just as much on him as the products they were demoing.
Do these videos do the best job of showing off the tones of each instrument? No. Are they highly entertaining and make the brand more memorable? Yes. In fact, the shop has gone from a few thousand views per video to often over a million — and it’s all thanks to the brand putting itself out there and being personable.
EXCELLENT FOR EVERY PLATFORM – EVEN PRINT
It’s obvious that video thrives in the digital world. Being able to shoot a video and promote it through websites, social media and online advertisements is a powerful communication tool to have. But as more and more videos pop up to compete against, marketers are finding new ways to make their videos stand out and make a lasting impression. Contrary to popular belief, video is no longer digital only.
Video brochures are a new and exciting way to make an impact on viewers through print. Essentially, video brochures are printed pieces that have small LCD screens that play videos when they are opened — meaning marketers can reach audiences through video even when they aren’t in front of a computer, phone or television screen.
There are dozens of reasons why your brand should be doing video and I hope these three have inspired you to get out there, press that red record button and start making some great content.